While Aristotle acknowledges the connection between rhetoric, biology, and cognitive abilities, scholarship continues to struggle to integrate the fields of rhetoric and neurobiology. Drawing on recent work in neurorhetoric, this book offers a model that integrates multimodal rhetorical theory and multisensory neural processing theory pertaining to cognition and learning. Using existing theories from multimodal rhetoric and specific findings from neurobiological studies, the author develops a model that integrates concepts from both fields, bridging, if not uniting, them. He also discusses possible applications of the new model, with specific case studies related to training and instruction. These applications include various media used in instructional and training contexts, such as print, slide shows, videos, simulations, and hands-on training. The book thus introduces concepts of cognitive neuroscience to multimodal rhetorical theory and facilitates theorization combining multimodal rhetoric and multisensory cognition, and serves as a vehicle by which readers can better understand the links between multimodal rhetoric and cognitive neuroscience associated with technical communication. Integrating case studies from industry and practice, the text makes explicit connections between academic scholarship and workplace preparation. It also describes how interdisciplinary research can contribute to pharmaceutical research, as well as the development of productive instructional materials. Rhetoric is affected by how the brain of any member of a given audience can process information. This book can promote further research-qualitative and quantitative-to develop a better understanding of the relationship between multimodal messages and how the brain processes such information.

Preface

Acknowledgment

CHAPTER 1: A GAP TO BRIDGE Cognitive Neuroscience and Rhetoric Rhetoric and Science A Multimodal Cognitive Experience Involving an Emergency The Fire Engine The Retailer Multisensory Rhetoric and Neuroscience Neural Research Methods Electrophysiology The 2-Photon Microscope Hemo-Neural Hypothesis Multimodality of Neurons Mirror Neurons Neural Plasticity Overview of Book

CHAPTER 2: MULTIMODALITY AND NEUROBIOLOGY Multimodal Integration and Cognition Neurorhetoric of Particular Senses Visual-Dominance Effect Visual-Auditory Links The Rhetoric of Hands-on-Learning Visual-Spatial Links Motion Perception Touch-Vision Previous Experience Conclusion

CHAPTER 3: THE NEUROCOGNITIVE MODEL OF MULTIMODAL RHETORIC Terminology Intermodal Sensory Redundancy Visual Dominance Temporal Synchronicity Prior Experience Attention-Modal Filtering Medium Studying Multimodal Rhetoric Through the Socioneurobiological Lens Theoretical Limitations A Basic Example of Analysis Conclusion

CHAPTER 4: FRAMING COGNITION WITH MEDIA Introduction Scholarship in Assessing Multimodal Projects Analysis of Affordances and Constraints The Rhetoric of Multimodality Assessment of the Multimodal Technology and the Message Writing Technologies and New Media Cognition and PowerPoint Slide Show Video Rhetoric Multimodal Instructional Theory: Narration/Images Multimodality and the Web Conclusion

CHAPTER 5: HISTORICAL CASE STUDY: TWI TRAINING PRACTICES Methods TWI Background Labor Market Government-Sponsored Training During WWII TWI Job Instruction Manuals The Accident Description of Event Report of Investigation into Accident Modes Emphasized in the Training Program Training Practices: Preaccident Changes in Training Conclusion

CHAPTER 6: NEW MEDIA APPLICATIONS: SLIDE SHOWS AND SIMULATORS Slide Shows Simulators Second Life Object-Specific Simulators: Pilot and Air Traffic Controller Training Conclusion

CHAPTER 7: INSTRUCTIONAL MACHINIMA Machinima Instructional Video 1: Second Life Orientation Soccer Video Product Neurorhetoric Case Study of Skill Segment Discussion Conclusion

CHAPTER 8: COMPARATIVE NEURORHETORICAL ANALYSES Creating a Website Using Adobe Photoshop Print-Linguistic Text: Alphanumeric Text-Image Design (HTML/PDF) Video Print-Linguistic Text: PowerPoint and Interactive Narration Limitations of Medium Conclusion

CHAPTER 9: RESEARCH IMPLICATIONS Education Multimodal Instructional Materials Web-Design/Web-Based Instruction Service Learning/Internships Workplace Training Reward Neurons Online Tutorials Simulators Technological Limitations of Research Tools and Options Pharmacology

CHAPTER 10: CONCLUSION Directions for Future Growth

Appendix A: Challenges in Historical Research of Multimodal Rhetoric and Cognition

Appendix B: Interview Questions

Appendix C: The Arsenal of Democracy Speech: December 29, 1940

References

Index